Identity, environmental and marketing campaign design for Couture Korea. This exhibition explores the impact of traditional fashion on contemporary trends, showing how new generations are reinterpreting time-honored Korean designs and how Korea is influencing global haute couture.
Client
Marketing, Communications, Curatorial
Process/Planning
RACI
Creative Services begins each exhibition with a RACI model that identifies primary stakeholders, key dates and deadlines. It outlines and defines the organizational process for the overall creative of the exhibition. Creative Services spends about 8 weeks on design, which includes preliminary sketches and refining drafts per scheduled review meetings with stakeholders.
Includes the Marketing Communications Strategic Plan for the overall positioning of the exhibition and Exhibition Design layouts for the overall in-gallery experience.
The creative brief outlines ways in which the designer should take important factors and elements into consideration, such as: choice of colors and typography, ideas to explore, as well as any co-organizer specifications for the campaign.
Design Solutions
The Art Director then develops preliminary sketches. From there, the team works together to refine drafts sharing with the stakeholders at the design review meetings. Here are the solutions that Creative Services provided and how the concepts developed and evolved over time.
Sketches
First Draft
Second Draft
Refinements and other explorations
Final Creative
Based on our final meetings and refinement, we kept in mind that cropping was extremely important. Working closely with the Curatorial department, we developed a dynamic crop and creative that was unique and eye-catching.
